The Transformation And Reflection Of Wine Marketing Communication From The Perspective Of Postmodernism

Since the 1960 s,the West has entered the post-industrial society,with the emergence of the Internet,so that the phenomenon of post-modern gradually spread to all areas of social life.Postmodernism breaks the antagonism between elegant art and popular culture,praising diversity,differences,subversion,significance deconstruction,value of dispelling,dedifferentiation.The traditional wine culture and knowledge system with "elitism" is slow in its connection to the mass market.The emergence of large wine companies make wine gradually become part of the global mass consumer goods.Today,wine consumption also presents diversification,branding,aesthetic,symbolization and other characteristics.Although some of the postmodern features appearing in the wine market are also subject to extensive and intense controversy as "postmodernism" itself,it may only represent a particular stage of wine transmission.Just as postmodernity refers to a particular stage of modern society,it does not matter whether it is good or bad,but only expresses a current situation.This article first discusses the traditional wine transmission system in the theory and mode of modernity,and then leads to the influence and change of the post-modern society on the global wine market.China’s wine market is influenced by both its traditional alcoholic culture and the characteristic of post-modern consumer society,showing a more obvious postmodern characteristic than the European market.Second,the post-modern wine branding needs to start from the consumer’s sensory and psychological needs to fully meet its "aesthetics of daily life","brand emotional","consumer construction" and other consumer functions,and learn from Post-modern characteristics of the marketing communication model to bring consumers the meaning of life,life experience,identity and value of the reconstruction.Moreover,the network transmission mode of wine also shows obvious postmodern features,from the wine-based knowledge of the Web1.0 era,to the typical post-modern characteristics of the Web2.0 background of the phenomenon of wine transmission-"we media of wine "," community economy " and so on.Finally,the transmission of wine under the background of Web3.0 technology was discussed.